In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B software companies do it well, thus failing to set themselves apart from their competitors. There are many reasons for this void, and this column will help fill one big one by describing the business process of creating effective, compelling message strategies for your products or services.
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claims, and Satisfies four evaluation criteria (unique, believable, important, and useable) Support Points Once you've developed a positioning statement, you need to bolster it with three supporting claims. These benefit statements must satisfy the same criteria as the positioning statement itself and reinforce the importance, uniqueness, and believability of the positioning statement. They provide the reason to believe the central positioning statement. Most importantly, support points must support, not